Broad-reach campaigns are simply not enough sometimes. Account-Based Marketing (ABM) is emerging as an extremely effective strategy for businesses that are seeking deeper engagement, stronger relationships with their prospective clients and higher-value deals. But what does it really take to run an effective ABM program?

Host James Lawrence sits down with seasoned ABM strategist Paola Piccinno to unpack the nuances of this powerful marketing approach. Whether you’re considering ABM for the first time or looking to refine your approach, this episode is packed with practical advice, real-world examples and actionable takeaways.

• Paola’s journey - from London to Sydney and her global marketing experience
• What is ABM and how it differs from traditional B2B marketing and demand generation
• Common ABM challenges and misconceptions:
• Lack of ABM maturity in APAC and ANZ
• Getting buy-in between marketing, sales and the leadership
• Budget concerns due to the misconception that ABM is expensive
• The challenge of selecting the right accounts (and the right number of accounts)
• Creative detachment from the goal of the campaigns
• Case studies of stand-out ABM campaigns:

1. T-Mobile Batman comic book campaign - Using personalisation to secure a meeting with a CEO
2. Auto Telefonica’s remote control truck - Direct mail tailored to an executive’s interests
3. Adobe’s executive roundtable breakfast - Engaging high-level decision makers without a traditional sales pitch

• Technology and AI in ABM: opportunities and risks
• Practical advice for marketers considering ABM

Italian-born, Australia-based Fractional CMO, Paola brings 20+ years of experience leading and executing successful B2B marketing strategies across UK, EMEA and APAC for global brands (from big enterprises, to SMB’s and more recently startups), with a specialisation in strategic Account Based Marketing (ABM). She has helped numerous early-stage as well as established companies achieve significant growth through strategic ABM programs, and she is passionate about sharing her expertise with her international network. Paola currently mentors start-ups for the Techstars accelerator program in Australia, and she is also a post-grad lecturer at the University of the Sunshine Coast and RMIT in international business and digital marketing strategy.

You can follow Paola on LinkedIn.

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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This is the definitive podcast...